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BEST PRACTICE: How to implement global search marketing

Online marketing is obviously one of the most cost-effective weapons when targeting global markets, and with increasing numbers of UK companies looking overseas, it is crucial that web sites are found by search engines - whatever the country.

The golden rule for tackling new markets is to localise. Every country is different and the localisation of each language site is essential. Localisation takes into account both language and culture to ensure the web site is appropriate, attractive and comprehensible to the market for which it is intended.

1. Translate URLs and keyword them
Even if you have all your text translated and optimised in your chosen languages and you have links flying in from local directories and websites, if your URLs are still in English, you are missing a trick.